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Investigation into the Factors Affecting the Green Consumption Behavior of China Rural Residents in the Context of Dual Carbon

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  • Kaiyu Hua

    (School of Economics and Management, Beijing Forestry University, Beijing 100091, China)

  • Xinsheng Pang

    (School of Economics and Management, Beijing Forestry University, Beijing 100091, China)

Abstract

The achievement of the dual-carbon objective and China’s green and sustainable development are both heavily reliant on green consumption. This research paper employs the Likert scale method to construct a questionnaire encompassing internal and external factors that influence green consumption behavior, as well as various types of consumption behavior. It then administers the questionnaire to 1004 rural residents residing in the eastern, central, western, and northeastern regions of China, with the objective of gathering pertinent data on green consumption behavior. Drawing from the aforementioned, structural equation modeling was employed to investigate the impact of three external factors—market incentives, social pressure, and information boost—and two internal factors—environmental awareness and psychological factors—on diverse forms of green consumption behavior. The objective was to identify the most influential factors of various green consumption behaviors to facilitate the effective promotion of green consumption. The research findings indicate that internal factors exert a more substantial influence on green consumption behaviors compared to external factors. Specifically, market incentives ranks highest among the external determinants of green consumption behavior, and environmental protection cognition rank highest among the internal determinants of green consumption behavior.

Suggested Citation

  • Kaiyu Hua & Xinsheng Pang, 2024. "Investigation into the Factors Affecting the Green Consumption Behavior of China Rural Residents in the Context of Dual Carbon," Sustainability, MDPI, vol. 16(13), pages 1-24, July.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:13:p:5797-:d:1430790
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    References listed on IDEAS

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    Cited by:

    1. Wang, Rendong & Li, Lei & Wang, Chengjun, 2025. "The heterogeneous impact of rural residents' income growth on consumption carbon emissions: Based on the QUAIDS and EASI models," Economic Analysis and Policy, Elsevier, vol. 86(C), pages 245-257.
    2. Ke Chen & Boyang Cao & Xinning Pan & Yang Wang & Dan He, 2025. "Study on the Influence of the Ecological Environment on the Subjective Well-Being of Farmers Around Nature Reserves: Mediating Effects Based on Environmental Cognition," Sustainability, MDPI, vol. 17(4), pages 1-21, February.
    3. Jing Zhao & Yaya Li & Tian Wu & Wen Jiang, 2025. "Can Public Environmental Concern Drive Changes in Residents’ Green Consumption Behavior?," Sustainability, MDPI, vol. 17(12), pages 1-22, June.
    4. Eman Elakkad & Mahmoud Ramadan Barakat & Matevž Obrecht, 2025. "The Dynamics of Green Behaviour in Egypt and Jordan: Financial Attitude, Price Sensitivity and Greenwashing Effects," Sustainability, MDPI, vol. 17(16), pages 1-27, August.
    5. Fan, Shuting & Wang, Can, 2024. "Transition finance facilitates lower-cost achievement of climate targets: A case study of China," Structural Change and Economic Dynamics, Elsevier, vol. 71(C), pages 617-629.
    6. Yi Feng & Yu Feng & Ziyang Liu, 2025. "Influencing Factors of Residents’ Green Perception Under Urban–Rural Differences: A Socio-Ecological Model Approach," Sustainability, MDPI, vol. 17(8), pages 1-36, April.

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